增收不增利的昂跑，加注中国市场

Core Viewpoint - The company reported a significant increase in net sales but faced a drastic decline in net profit, indicating a challenging balance between growth and profitability [1][3]. Sales Performance - For Q2 of FY2025, the company achieved a net sales increase of 32% to 749 million Swiss francs, with the Asia-Pacific market showing a remarkable growth of 101.3% to 119 million Swiss francs [1][2]. - The EMEA region also saw a solid growth of 42.9% to 198 million Swiss francs, while the Americas experienced a more modest growth of 16.8%, reaching 432 million Swiss francs, maintaining the largest market share globally [2]. Profitability Challenges - Despite the surge in sales, the company reported a net loss of 40.9 million Swiss francs for Q2 of FY2025, a stark contrast to a profit of 30.8 million Swiss francs in the same period last year, resulting in a net profit margin decline from 5.4% to -5.5% [3]. - The company has been in a cycle of increasing revenue without corresponding profit growth since 2024, with a notable 48% drop in net profit in Q3 of FY2024 despite a 32.3% revenue increase [3]. Expansion and Marketing Strategy - The company has been aggressively expanding its store presence in China, with plans to reach 100 stores by 2026, reflecting a strong focus on the Chinese market, which is expected to account for 10% of global sales [4]. - Marketing expenses have risen significantly, with 10.9% of net sales allocated to marketing in 2023, and sales costs increasing by 26.82% to 288 million Swiss francs in Q2 of FY2025 [5]. Market Position and Competition - The company is facing increasing competition in the Chinese running shoe market, with several brands vying for the same middle-class consumer base, which could impact its market share [5]. - As of August 15, 2025, the company's stock price had dropped by 19.28% since the beginning of the year, reflecting a loss of confidence in the capital markets despite growing consumer foot traffic in stores [5]. Future Considerations - The company must manage the negative impacts of brand expansion by controlling expense growth, stabilizing gross margins, and transitioning to a profitability model as revenue growth slows [6].